STEELE Takes On TV News For Blue Cross

STEELE pokes fun at the sensationalism of local television news broadcasts in a new spot for Blue Cross of California. The studio provided design, motion graphics design, visual effects and final post services for the commercial, which promotes Blue Cross 24/7 telephone support. The spot was conceived by RPA as part of its ?Power of Blue campaign.

In the spot, a man watching TV is alarmed to find local news teams on every channel broadcasting alarmist teasers about food-borne illness. ?Something you might eat tonight could be your last. After looking warily at his refrigerator, the man dials Blue Cross for less hysterical advice. ?Are there any new food safety warnings I should know about? he asks.

STEELE contributed to the campaign by adding the talking head footage to the television screen along with the vivid graphics trumpeting the news bulletins. ?They are just slightly over the top graphics parodying the excesses of local news, said STEELE visual effects supervisor Jerry Steele. ?They are labled ?Action News Team, ?Newsmaker News and ?News Maker Exclusive.

STEELE completed the effect by adding reflections of the room to the glass of the television screen and the reflective glow of the television image to the man.